I can tell that you are deeply curious about the nature of The Journey, but before I cut through the nebulosity with my own prosaic, meat ’n’ two veg definitions, it would only be fair to allow Blumenthal to explain the dining concept first. Here goes: ‘So imagine: let’s smell a banana, see a banana, eat a banana, we will all be — it’s a bit like colour — eating a banana, but we’re not necessarily going to be tasting the same thing, because then it feeds into our memory, and it’s our memory that allows us to make a decision whether we like something or not. So this memory and nostalgic stuff, as that evolves, you think… I wanted it to be more of a story, and why did it have to go on the menu; why did it have to go down that road? I’m friends with [the Working Title film producer] Eric Fellner, so I phoned Eric and we started studying fairy tales and how to structure something in terms of fairy tales. There was the structure of Alice in Wonderland, for the meal, and all these scenes I thought... it’s just going to be too abstract for people to… maybe later on, further down the line, but how are we going to do this? Anyway, I phoned Eric and he said, “There’s a guy called Lee Hall who wrote Billy Elliot,” and so Lee came down, and we talked about fairy tales, and he looked at the menu and said, “It seems to me that you have all the bits of a day’s holiday here. You’ve got ice cream, you’ve got seaside, you’ve got sweet shop…” and that’s when the penny dropped, and that was it. Because it’s nostalgia, and it’s wanting to be personalised. I’m just telling a story, a memory of a day’s holiday, in fact it could all be real, it could be made up… and some of it, it doesn’t have to be from the same holiday and the same age. It’s all designed as a sort of catalyst… remember that Cadbury’s Creme Egg ad — “How do you eat yours?” ’ That’s an edited version of his full reply.